Marketing Plan for Revamping Health and Hygiene Products of Sainsbury's PLC

This marketing plan focuses on revamping the health and hygiene products of Sainsbury's PLC. It includes a brief description of the company, current marketing mix analysis, SWOT analysis, recommendations for improving the marketing mix, and digital marketing strategies.

Marketing Plan for
Revamping a Product
or Service

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Brief Description about Sainsbury’s PLC and background information of the product or
service chosen for revamping purpose...................................................................................1
Examining the current Marketing Mix or 4Ps and SWOT for analysing strengths and
identifying areas for improvement.........................................................................................1
Recommendations for improving the Marketing Mix or 4Ps.................................................4
Analysis of Digital marketing strategies that an organisation can use to improve its marketing
activities..................................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The marketing plan is considered as the strategy directed towards achieving the competitive
position in the market. The marketing plan includes the marketing strategies which support the
organisation in making overall game-plan for accomplishing long term goals and objectives. In
addition to this, the effective marketing plan helps the company in enhancing their customer base
as well as achieving sustainable competitive advantage in market. For this report Sainsbury
Company is taken into consideration. The company is known as the second largest supermarket
chain in UK. The company was founded by John James Sainsbury in 1869. The report will
describe about the company as well as also explain about its specific product line in detail. In
addition to this, the report will discuss the current marketing mix strategy of the company and
will also analyse the strengths as well as opportunities available for the company. Moreover, the
firm will also highlight the improvement plan for marketing mix of the company. The report will
also evaluate the various digital marketing platforms and their importance for the success of the
company’s marketing goal.
MAIN BODY
Brief Description about Sainsbury’s PLC and background information of the product or service
chosen for revamping purpose
Description about Sainsbury’s PLC
The company is among the largest brand of supermarket chain in the UK market and has taken
first place as the largest food retailer brand in the country. The company runs its operations in
about 600 supermarkets as well as in 815 convenience stores across the UK country. In addition
to this, the company also operates through its online website as well as also undertakes its
marketing operation from the social media platforms. Along the grocery items, the company also
deals in clothing products, cookware and home-ware products as well as also trades in customer
electronic items. In addition to this, the company also provides to its customer the wide range of
health and hygiene products. Moreover, the company also offer the banking as well as insurance
services through opening Sainsbury bank in UK which provide its services roughly to the 1.8
million customers. The company faces stiff competition in the market as there are critical players
in supermarket chain such as TESCO, Asda as well as Mark Spencer. The organisation holds
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around 16.0% market share in the UK market which is the second largest after the TESCO
organisation who holds higher market share than the company. Moreover, the company deals in
various brands such as Argos, Habitat, Nectar as well as TU in their supermarket department.
The company is committed to deliver the high quality products as well as services with the
excellent value for money.
Background information of the product or service chosen for revamping purpose
The product line chosen for revamping motive is Health and Hygiene products of the
company. The health as well as hygiene product line of the firm covers wide range of
cleaning products for maintaining hygiene level. The extensive product line of the
organisation includes all purpose cleaners, Bleach and disinfectant, toilet cleaners and
fresheners and bathroom cleaning products. Along with this, the health and hygiene
product of the firm also covers Kitchen and over cleaners, disposable cleaning wipes,
floor as well as carpet cleaners, specialist cleaners and bin bags. Furthermore, the other
products which fall in the health and hygiene category are Rubber, gloves, clothes and
sponges. In relation to this, the company also provide Brushes, mops as well as lint
rollers (Stead and Hastings,, 2018)
Examining the current Marketing Mix or 4Ps and SWOT for analysing strengths and identifying
areas for improvement
Current Marketing Mix or 4Ps of Sainsbury’s for Daily Health and Hygiene products
Marketing mix is an effective tool that is used by the organisations to create effective and
efficient marketing strategies by focusing on the key elements; product, price, place and
promotion, which are the most important aspects for marketing activities within the business.
The 4Ps of marketing are identified under the marketing mix that includes enhancing the product,
price, place and promotion activities for creating best results of the marketing activities. The four
pieces of marketing basically include such tools and set up actions that are ideally used by the
companies to promote and sell their products or services within the market (Chin and et. al.,
2021). The marketing mix of 4Ps marketing that was used by sensory for its daily health and
hygiene products is given below.
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 Product: It refers to the physical aspects of a product such as its weight, looks, quantity,
quality etc. that affects its sales in the market. The daily use health and hygiene products
were developed by Sainsbury's for regular purposes and it does not have the enough
considerations about the protection from COVID-19. The company focused on
developing the products in precise packaging, labelling, unique look, uniform weight etc.
Sainsbury's focused on developing a physical composition of the daily health and hygiene
products that can be easily handled by the customers and have attractive looks to allure
the customers towards it. The products have unique packaging that is creative and
labelling describing the details of the products and making it a very catchy substance in
the market (Hasan, 2019). The daily health and hygiene products of Sainsbury's have
such physical composition that it delivers uniqueness of the brand and clarity of its
purpose to attract the maximum number of customers.
 Price: It refers to the composition of the product's value in the terms of money or
financial aspects to describe the worth of the product including its production costs, at
which it should be sold. The pricing policy of Sainsbury's for its daily health and hygiene
products is enhanced to maximize the number of sales by availing it to customers from all
income groups. The company evaluates and analyses the competitive prices within the
market and determines a particular range for costing its daily health and hygiene products
and services accordingly. The company evaluates and analyses the prices of daily health
and hygiene products within the market so that it does not exceed the limited range of
prices so that maximum number of sales can be obtained. The company constantly
studies the market and prices to establish the best cost for its products to gain the highest
number of customers by improving their satisfaction.
 Place: It mainly refers to a particular stable point present on the space and time curve. In
terms of the marketing mix the space and time, i.e. the suitable location and appropriate
time for producing and placing the product into the market are identified by Sainsbury's
that helps it to enhance its marketing efforts. The managers in Sainsbury’s develop their
understanding about the dynamic market and evaluate the most suitable time and place
for effectively putting their products and services into the market. In their current
marketing preference they place their daily health and hygiene products in almost every
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part of the market from the smallest of the shop to the largest of the super stores to reach
the maximum number of customers.
 Promotion: This composition meaning includes the strategies for developing awareness
about a particular product or service so the awareness among that people can be created
(Hung, Htwe and Siong, 2019). The company utilises various tools and technology like
digital marketing and mobile phone marketing to enhance its promotion activities. The
company promotes daily health and hygiene products with the help of various above the
line and below the line promotion techniques which includes large scale promotion and
personal promotion methods for creating awareness about its products and services.
SWOT analysis to identify its strengths and areas for improvements in Marketing
SWOT analysis is an effective tool that is utilized by the organisations to understand or evaluate
their internal strength and weaknesses as well as identify the external opportunities and threats
for improvement. The SWOT analysis of J. Sainsbury's PLC is provided in order to understand
its strength and areas for improvement in its marketing activities.
Strengths
 The company has strong coverage in
the market which provides greater
opportunities for its marketing activities
across the UK.
 The company utilizes latest technology
such as digital media and mobile
phones for promoting its marketing
activities.
 Sainsbury's has a supreme brand image
that improves its marketing activities
and makes it easier for marketers to
market its production services
effectively.
 Availability of a huge amount of retail
Weaknesses
 The company has very strong
competition such as Asda, Tesco etc.,
which reduces its effectiveness.
 Availability of substitute products is
also a reason for lack of efficiency in
marketing activities (Lahtinen and et.
al., 2018).
 The company does not have its
coverage in many countries across the
world which reduces its chances to
promote its products globally.
 The COVID-19 scenario has made its
daily health and hygiene products
ineffective in the market.
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outlets makes it easier for the company
to promote its daily health and hygiene
products easily into the market.
Opportunities
 The company can revamp its daily
health and hygiene products to tackle
the COVID-19 scenario.
 The increasing use of daily health and
hygiene products can provide greater
opportunities for growth in the
international market.
 The increasing importance of daily
health and hygiene products among the
people post pandemic situation.
 The inefficiency of small companies to
produce a huge amount of daily health
and hygiene products during the
pandemic situation has given high
chances for revamping.
Threats
 The company may not be able to
capture a larger market area if it gets
late in revamping its products.
 Daily health and hygiene products are
produced by many competitors that
may create issues for the company.
 The company may be ineffective
in supplying a huge amount of required
health and hygiene products in the
market.
Recommendations for improving the Marketing Mix or 4Ps
In order for revamping the health and hygiene products, it is recommended that Sainsbury's
should design its 4Ps of marketing in the following manner.
 Product: It is recommended that Sainsbury's should provide better shape, colour and
design, quality, looks etc. of its daily health and hygiene products so that the maximum
number of customers can be attracted towards it. This could have to deliver uniqueness of
the brand and provide quality products to the customers to fulfil their satisfaction and
create higher loyalty.
 Price: It is recommended to Sainsbury's that it should revamp its daily health and hygiene
products' price in such a way that customers from all income groups can afford it and
high level of customer satisfaction can be obtained (Ndofirepi, Farinloye and Mogaji,
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2020). The company should focus on declining the cost of production and increasing the
sales to gain opportunities of economy of scale for the products and the services.
 Place: It is recommended to Sainsbury's that it should place its products and services at
all forms of general stores and retail outlets so that it could reach the maximum number
of customers without creating much effort. The daily health and hygiene products can
also be provided at the medical outlets so that its efficiency in the market improves.
 Promotion: It is recommended that Sainsbury's should utilise the latest technology like
digital media platform, spectrum cells and mobile technology to promote its daily health
and hygiene products. The company’s efforts to place the products at the various
locations and outlets in the market can improve the market coverage of its prducts and
services.
Analysis of Digital marketing strategies that an organisation can use to improve its marketing
activities
The digital marketing is referred as the marketing activities performed by taking support of
digital platforms. The digital marketing is gaining more and more importance among big
business enterprises due to its cost effective structure as well as covers diverse kinds of
customers with different culture, age, sex as well as class. This huge customer base in
social media platforms supports the firm in easily gaining their attention towards their
product or their services (O’Sullivan and Ngugi, 2022).
. In context to Sainsbury, the company adopts various digital marketing strategies in order
to promote their large variety of products to the customers in effective manner. The
following are the important digital marketing tools that company utilises for attracting
maximum number of customers:
Social media platforms:
The social media platform usage for undertaking promotional activities can greatly
benefit the company in enhancing the market share as well as customer share. The
company can use various online platforms such as Facebook or Instagram by running
paid marketing campaigns or posting attractive content specifying USP of the company.
This will support the company in drawing attention of targeted customers in effective
manner (NYO, 2018).
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Influencer marketing:
The other famous digital marketing strategy that the company can adopt is marketing
with the support of influencers of company. In this, the firm can collaborate with celebrities
or experts that have similar values as company. In relation to this, the company can attract
large number of influencers by performing effective branding campaigns as well as creative
content postings. Hence, this will support the company to gain maximum number of
customer attraction with the help of influencers.
Content marketing:
The other most famous option for increasing customer market share is through writing effective
blogs in social media sites as well as website. In this, the marketer can write immersive
and creative content with the support of various content writing tools. This technique will
allow the customer in gaining the customer loyalty as well as trust in the most appropriate
manner. Hence, this cost effective has the ability to attract large number of customers in
the fastest manner (Parmer and et. al., 2021).
E-mail marketing:
The other type of digital marketing is E-mail marketing. In this, the marketer of company
connects with their customers by sending customized newsletter as well as can deliver them
several time bound offers on the basis of their past engagement history with the company’
product. This system of sending regular E-mails to the customer support the company to
better engage with customer needs as well as their problems. In addition to this, the E-mail
marketing also supports company in generating the long term trust of customer towards their
product.
Search Engine Optimisation (SEO) platform:
This is considered as the most important part of digital marketing tools. The SEO
marketing tool support the company in enhancing the user experience in the most
effective manner. In this, the company can purchase SEO tools in order to enable
customers to reach their official website in fastest possible manner. By using this digital
marketing technique the organisation ensures that the website is shown on the top when
any customer searches about the particular product in internet. Hence, this technique is
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critical as it can support the organisation to draw attention of maximum number of
customers in the effective manner (Parra-López and Martínez-González, 2022).
Affiliate marketing:
This type of marketing is also known as referral marketing programs in which the
company interacts with outside parties in order to promote their products in exchange of
the fixes agreed price as commission. This option is viable for the firm in order to cut
down the marketing cost to certain extent. Hence, this option can also support the firm in
increasing sales by attracting maximum of customers (Rahman and Ayaz, 2018).
Mobile marketing:
The increase in the use of mobile by people has provided an opportunity for the company
to shift their move towards adopting mobile advertising. In addition to this, the company can
use mobile marketing in various ways such as by sending promotional text messages via
emails or SMS app as well as by sending notifications to the mobile of customers. In
addition to this, the organisation can also send promotional content by posting ads when
opening any specific mobile application by customer. Thus, the mobile marketing strategy
can help the firm in realising the dream of enhanced market share and growth.
CONCLUSION
It has been concluded from the above report that a company is required to revamp its
products and services in order to stay competitive and adjust according to the changing market.
The report has been describing an organisation and its daily health and hygiene products and
services that needs revamping for improving its presence in the market. Moreover, it has been
describing the existing marketing mix or 4Ps of the organisation regarding its products.
Furthermore, it has provided a slot analysis to identify its strength and areas for improvement. It
has been discussing the digital marketing strategies such as electronic marketing, internet
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marketing and mobile phone marketing that can be obtained by the organisation to enhance their
marketing activities.
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REFERENCES
Books and Journals
Chin and et. al., 2021. Marketing Mix Strategies to Increase Purchase Intention of a Plumbing
and Maintenance Service Provider.
Hasan, M.D., 2019. Evaluation of the “People” Element of Service Marketing Mix: A Study on
Kazi Farms Group.
Hung, C.L., Htwe, M.M.S. and Siong, Q.K., 2019, September. Marketing mix of non-profit
organizations (NPO) affecting the willingness-to-donate (WTD) in Malaysia.
In Proceedings of the 3rd International Conference on Business and Information
Management (pp. 27-31).
Lahtinen, V.and et. al., 2018, May. An Abstract: Do We Need to Imply a Full Mix? 4P Versus
1P. In Academy of Marketing Science Annual Conference (pp. 445-446). Springer,
Cham.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa (pp. 241-262). Routledge.
NYO, M.M., 2018. CUSTOMER ATTITUDE TOWARDS MARKETING MIX OF MYANMA
ECONOMIC BANK (Doctoral dissertation, MERAL Portal).
O’Sullivan, H. and Ngugi, I., 2022. Marketing Mix. In Encyclopedia of Tourism Management
and Marketing. Edward Elgar Publishing.
Parmer and et. al., 2021. The 8Ps Marketing Mix and the Buyer Decision-Making
Process. Journal of Marketing Development and Competitiveness, 15(4), pp.32-44.
Parra-López, E. and Martínez-González, J. A., 2022. Service Marketing Mix. In Encyclopedia of
Tourism Management and Marketing. Edward Elgar Publishing.
Rahman, M. K. U. and Ayaz, M., 2018. The Impact of Marketing Mix on Customer Buying
Behavior: A Case Study of Footwear Industry. NUML International Journal of Business
& Management, 13(1). pp.107-117.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
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